Web Design:Data Mining

Data mining has been defined as "The nontrivial extraction of implicit, previously unknown, and potentially useful information from data" 1 and "The science of extracting useful information from large data sets or databases" 2. Although it is usually used in relation to analysis of data, data mining, like artificial intelligence, is an umbrella term and is used with varied meaning in a wide range of contexts. It is usually associated with a business or other organization's need to identify trends.

A simple example of data mining is its use in a retail sales department. If a store tracks the purchases of a customer and notices that a customer buys a lot of silk shirts, the data mining system will make a correlation between that customer and silk shirts. The sales department will look at that information and may begin direct mail marketing of silk shirts to that customer, or it may alternatively attempt to get the customer to buy a wider range of products. In this case, the data mining system used by the retail store discovered new information about the customer that was previously unknown to the company. Another widely used (though hypothetical) example is that of a very large North American chain of supermarkets. Through intensive analysis of the transactions and the goods bought over a period of time, analysts found that beers and diapers were often bought together. Though explaining this interrelation might be difficult, taking advantage of it, on the other hand, should not be hard (e.g. placing the high-profit diapers next to the high-profit beers). This technique is often referred to as "Market Basket Analysis".

In statistical analyses in which there is no underlying theoretical model, data mining is often approximated via stepwise regression methods wherein the space of 2k possible relationships between a single outcome variable and k potential explanatory variables is smartly searched. With the advent of grid computing, it became possible (when k is less than approximately 40) to examine all 2k models. This procedure is called all subsets or exhaustive regression. Some of the first applications of exhaustive regression involved the study of clinical data.6

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